Building a brand is a critical yet complex process. A Brand is so much more than a name or logo – it is a detailed identity that illuminates many things you do as a company and is not limited to the product, service, or website itself. So, what key features are required for a successfully running brand strategy?

There are eight essential components for a brand to be successful: identity, positioning, equity, communication, experience, differentiation, personality, and image. These are all necessary elements for brands to be successful when entering the market.

Exceptionally few people would be able to define what a brand is without conducting extensive research. The world “Brand” itself is a word defined as name, term, design, symbol or any other feature that identifies a business product in goods or services as a unique pattern of trade in comparison to another business.

How To Understand The Eight Key Features

In the words of Jeff Bezos (Founder of Amazon), “your brand is what other people say about you when you’re not in the room.”So, starting with Brand Identity, These key features will help you quickly understand what it is that the brand strategy needs in today’s economy.

1. Brand Identity

To start with, what do a brand and a brand identity exactly mean? A brand is an easily recognizable name that describes an organization that manufactures or provides certain goods and services. What makes a brand recognizable is its identity. You can do this through your logo or other visual elements.

As with Nike’s logo, the Swoosh is very simple but is immediately recognizable worldwide along with its punchline, “Just do it.” With a strong brand identity, Your business is much more likely to be remembered by customers.  

2. Brand Positioning

Product positioning is one way to make sure that a product is positioned correctly in the market. The definition states what market segments are being targeted. Positioning analysis is crucial for your business development team to procure the persuasive sales tools required to cultivate and close more sales.

Brand positioning that is notable increases the firm’s visibility and top-of-mind recall for prospects to help shut out competition. Brand positioning can turn your company into a marketing powerhouse when done correctly.

3. Brand Equity

Brand equity is the value attached to a brand. The brand value may include tangible financial aspects such as market share and revenue and intangible aspects such as strategic advantages. It is crucial for businesses to develop brand equity, as it allows them to engage with their customers more effectively and grow their business through increased customer loyalty.

When you sell a house, you depend on the equity in that property to buy a new one. Your total equity depends not only on the house’s value and sale price but also on the amount of money you might still owe the bank. 

Positive equity is always a good thing. It means that you’ve built up assets that you can later convert to cash if necessary. Brand equity works similarly in business. Of course, you can’t convert brand equity into cash as readily as you can equity in a home, but it serves the same purpose.

4. Brand Communication

A brand’s communication is its message delivered through various sources, such as advertisements, brochures, punchlines, and billboards. The brand needs to communicate its core benefits to its customers if it is to grow. Therefore, it is an essential element of brand management since it enables companies to inform, persuade, enlighten, educate, remind, and enrich the knowledge of their stakeholders about the brand, its strengths, values, fundamentals, and its products and services.

5. Brand Experience

Positive brand experiences inspire audiencesfacilitate deeper connectionsand ultimately lead to results. However, when it comes to brand experiences, customer preference can often determine whether a brand is chosen over another

6. Brand Differentiation

A brand marketing strategy should focus on brand differentiation. Enabling companies to reveal their good qualities helps develop their unique selling proposition. As a result, they recognize their competitive advantage and stand out from their competitors.

7. Brand Personality

A good brand personality makes communication easier with customers. The traits that a customer possesses can be compared with the personality characteristics of a brand. The result is a connection between a brand and its customer that is generally emotional in nature. Each element of the brand identity, from the color of the logo to the typography of the brand name, contributes to its personality.

8. Brand Image

The brand image is the idea of the brand that people have in their minds. A brand’s image is crucial to any business. In the end, consumers don’t just buy products or services; they buy what your brand stands for. Therefore, it is so crucial that your brand image conveys exactly what you intend.

Why Is Brand Strategy Important To Your Brand As A Whole?

You can’t build a brilliant brand overnight, as it takes time, effort, practice, and repetitive exercise. However, it defines your company as a whole and sets goals for the short, mid, and long term.

Furthermore, it establishes a benchmark against which to measure progress: Without one, it’s impossible to determine if your brand is heading in the right direction or not.

cohesive brand strategy allows you to communicate with your customers more clearly. The more consistent your messaging, the easier it is to attract and retain customers. In addition, brands with solid connections build a personal, intangible connection with their audience that goes beyond the product itself.

Think about it: Nike shoes cost a couple of dollars to manufacture, but people are willing to pay hundreds of dollars for them when branded with their logo. Since 2001, Interbrand has valued the Nike brand at $30 billion.

It’s no surprise that most new businesses attempt to establish a strong brand as their first step. Time and money are invested in creating a memorable logo. These are crucial things, and it’s essential to get them right. However, business owners often fail to understand that your brand is much more than just your name or logo.

The Brand Strategy outlines why your business exists beyond just making money. It describes what it is that makes your brand unique, how you want customers to perceive it, and how you intend to market it to them.

The following are some benefits that a strong brand can give you:

  • Keeping your brand at the top of the mind of your customers and promoting word-of-mouth marketing.
  • As a brand, you will stand out among your competitors.
  • When you establish a strong brand, you can charge premium prices for your products or services.

Consider some of the most recognizable companies: Coca-Cola, Starbucks, and Apple. You are immediately flooded with associations and feelings if you hear these brand names. However, a company known for its quality and effective customer service has been found to stimulate the brain by using powerful brands.

By now, we should have a perfect sense of what the term “brand” means and why it matters to us.


For every small business and every startup to have a strong brand strategy, these 8 Key features are vital. Various brand strategists will have slightly different approaches so that frameworks may differ from one to another. A brand’s identity, communication, and personality are the most basic elements essential for Success.